Analysis of User Experience of Gojek, Grab, and Maxim Applications Using the User Experience Questionnaire Approach Among University Students in Batam City

Abstract

This study aims to delve deeper into the user experience of online transportation applications Gojek, Grab, and Maxim among university students in Batam City. Employing a quantitative approach using the User Experience Questionnaire (UEQ), this research seeks to measure user perceptions of various aspects of user experience, such as utility, efficiency, credibility, and attractiveness. The research sample consisted of 50 randomly selected students. Data analysis using simple linear regression revealed that, in general, university students in Batam City have a positive user experience with the online transportation applications studied. However, the research results also revealed the potential for improvement in several dimensions of user experience, particularly in terms of attractiveness and novelty. This indicates that users desire a more visually appealing application interface, more varied promotional offers, and innovative new features to enhance their riding experience. The findings of this study provide several recommendations for online transportation service providers. Firstly, there is a need for improvements in the user interface (UI) design to make the application more visually appealing and intuitive. Secondly, service providers are encouraged to be more creative in designing promotional programs and special offers that are relevant to the needs of students. Thirdly, continuous service innovation is crucial to maintaining user interest and differentiating oneself from competitors. By considering these aspects, it is hoped that the user experience of online transportation applications can be continuously improved and meet the everincreasing expectations of users.